12 July 2025  The Tyrolean brand Stapf, based in Wörgl, Austria, continues its quiet yet resolute stance on quality and sustainability. Known for its knitted and felted wool garments produced predominantly on-site, the company backs every piece with a three-year repair guarantee—a clear message in a fashion world increasingly defined by short-lived trends. This information was spread these days, along with the first preview images of the upcoming Spring/Summer 2026 collection, which visually reflects the brand's ethos. In the campaign, the garments are staged against the timeless backdrop of the Alps. Weathered wooden houses, stone paths, and flowering meadows create a visual dialogue with the textures of the clothing, with highlights including jackets with clean lines and sturdy structure, as well as soft yet durable cardigans. Amid these settings, Stapf presents its pieces not as seasonal novelties but as companions to a lifestyle rooted in rhythm and nature. The garments—mostly in muted earth tones and clear cuts—seem designed to endure not only years of use but also shifts in styling sensibilities. One sequence of black-and-white imagery, evocative of film stills, features a woman swimming alone in a natural pond. The atmosphere is contemplative. It is less about fashion as spectacle and more about the lived-in experience of clothing—what it means to wear something that feels personal, essential, and lasting. A Promise to RepairStapf's three-year repair guarantee applies to all garments, regardless of the point of purchase. If any item develops a defect during this period, the company will repair it free of charge. There is no lengthy application process, no fine print to navigate—just a straightforward service reflecting Stapf's long-standing commitment to substance over surface. This approach is not a marketing gesture but part of a production ethic that begins at the company's base in Wörgl. Here, knitting and fulling take place on site, with some long-time production partners in Ukraine. Many of the machines used in the process are historical pieces, some over 80 years old—still in service, much like the garments they help produce.Wool That Lasts—and LastsStapf has recently turned to its community to tell the story of longevity through its customers' wardrobes. According to a social media post from June 28, 77% of customers have owned their Stapf piece for more than three years. These testimonials reveal wool jackets passed down through generations, sweaters that have weathered winters and still hold their shape, and pieces that become wardrobe anchors, not seasonal throwaways. Among the social media posts are tips for keeping these garments in prime condition, such as airing them out instead of washing them frequently, using a cold wool cycle, and drying them flat. These small acts significantly extend a garment's lifespan.Stapf's SS26 visuals, paired with its repair initiative and dialogue with wearers, underline the company's core message: timeless fashion is not only designed to last, it is supported to last. Against the dramatic scenery of the Tyrolean Alps, this message feels as solid and enduring as the mountains themselves. Images courtesy of Stapf: The diptych showcases pieces from the Stapf Spring/Summer 2026 collection against an alpine backdrop. On the left, a woman wearing a striped, short-sleeved top relaxes in a grassy field with mountains in the background. On the right, she models a light-colored cardigan and brown suede skirt-trousers against a similar backdrop. |